I coined a phrase to define this world we live in where everyone has an opinion and there are a multitude of ways to express that opinion. I call it, “The Feedback Society.”

Whether on a consumer review site like Yelp; in the ‘comments’ section of an online publication; or something as simple as calling your congressperson, it’s clear that everyone has an opinion and they are eager to share it with as many people as possible.

The vast majority of these are anonymous postings—or as I like to tell my celebrity clients, “Writing on a bathroom wall.” I actively discourage them from reading it knowing that they can be toxic, mean-spirited and just plain hurtful. As their representative I do take into account the whole of the feedback, so I have an idea of how a story is being received.

Certainly a public relations person is tasked with presenting a client to the public, but equally important is letting the client know what kind of environment they are stepping into and how their news is being received.

President Obama has access to some of the most sophisticated opinion analysts in the world. And while he can certainly take heart in the fact that his own approval rating held steady at about 44 percent during the government shutdown while Republicans were plummeting; it is equally clear that the rollout of the Affordable Care Act (aka Obamacare) has been a real shit show.

His problems didn’t begin with the rollout; they began with a lame effort at selling Obamacare to the American people. His lack of clear targeted messaging and inability to get people behind it at the grass roots level made it easy prey for his political opponents.

Even people who clearly stood to benefit from provisions in the act expressed their hatred for it. His own ham-handed PR rollout was further denigrated by the opposition who took, and still take, every opportunity to demonize the law and its provisions.

Despite losing the PR battle, POTUS won the war. The Affordable Care Act is the law of the land, passed by both houses of Congress and signed by the President. It has the added bonus of being vetted by the U.S. Supreme Court and found lawful.

The official rollout of the Affordable Care Act coincided with the shutdown of the U.S. government by Congress on October 1. Defunding Obamacare was the major incentive for shutting down the government and, ironically, opposition to the shutdown made the act more popular than it had been.

What was clear from the beginning of the rollout was that the online systems to handle a massive rollout of complicated and sophisticated data was just not in place and the system crashed.

Despite multiple news reports that 476,000 Americans have applied for the coverage, no one seems to have access to accurate information. Additionally, this bill was, in part, designed to simplify the health care coverage process.

The inability of the government to handle this system supported the opponents’ argument that it’s just too big and complicated for the government to handle and would be better dealt with by private industry.

On Monday, President Obama held a news conference, which some referred to as an ‘infomercial,’ to discuss the state of the law.

To his credit, he didn’t sugarcoat the problems and expressed his own believable and apparent frustration with the technical aspects of the rollout.

Not surprisingly, his political opponents are using the glitches to heir own advantage. Senate Republican leader Mitch McConnell tweeted that a visit to the Obamacare website made a trip to the Department of Motor Vehicles seem pleasant.

While millions stand to benefit from the provisions of Obamacare, the system is dependent on people, indeed millions of people, signing up for the system. When the system designed to manage that doesn’t work, the result is chaos, frustration and a huge political opportunity for opponents.

And if The Affordable Care Act cannot attract the critical mass it needs to make the numbers work, it could be a very costly program.

I’m glad the President owned the problem. But what’s more important is that he owns the solution. Because, unless he gets an effective and efficient system in place to access the new provisions, The Affordable Care Act and the benefits possible to tens of millions of uninsured Americans will go down as his greatest folly and a huge failure for any future government program that dares to think big.

Photo: Chip Somodevilla/Getty Images

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